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SMOKEFREE ENGLAND CAMPAIGN PACK

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					SMOKEFREE ENGLAND
CAMPAIGN PACK
Implementation of Smokefree Legislation
January – July 2007
                                                                           1


CONTENTS

Introduction ……………………………………………………………………………….…………                      2

Campaign overview ……………………………………………………………………..……………                   3

Timeline and message map …………………………………………………………………………                 6

Regional and local delivery …………………………………………………………………………              7

Working with business ………………………………………………………………………………                  9

Working with the leisure & hospitality industry …………………………………………………   11

Working with the media ……………………………………………………………………………… 13

Summary checklist …………………………………………………………………………………… 18

Resources …………………………………………………………………………………..…………                       20
                                                                                                      2


INTRODUCTION

WHAT IS THIS PACK FOR?

This pack has been prepared for Regional Tobacco Policy Managers (RTPMs) and Smokefree
Alliances. The resource is designed to act as a guide to the stakeholder and media relations campaign
around the implementation of the Smokefree legislation in England.

The pack has been produced for use from January to July 2007. It aims to give further ideas to support
and give focus to local and regional communications activities. Updates will be provided through the
course of the campaign through the Smokefree England website, www.smokefreeengland.co.uk.

Electronic copies of this pack are available through the Smokefree England website at
www.smokefreeengland.co.uk/campaignpartners, along with other campaign resources.

WHAT IS THE SMOKEFREE ENGLAND CAMPAIGN?

The Smokefree England campaign has been put in place to secure sustainable compliance with the
legislation through widespread awareness-raising of the change and what people and organisations
need to do to prepare.

The scale of the task is immense. There are over 3.7 million businesses and other workplaces in
England that will be directly affected by the legislation. This is the largest implementation of
Smokefree legislation in the world to date.

WHA T AR E W E T RYIN G T O ACHI EV E?

The Smokefree England campaign aims to achieve comprehensive awareness of the legislation and
implementation date; understanding amongst key groups of how it affects them and what action they
need to take; and full compliance on implementation day. The success of this communications
campaign will also have the knock on effect of providing a massive boost to the wider tobacco control
programme and having a lasting effect on attitudes towards smoking.

The key to achieving these aims, through work on a national, regional and local level, is to ensure
consistency and retain focus on the core messages that the legislation is:

•   NEEDED, due to the overwhelming evidence of the health risks of second-hand smoke to
    employees and the public;
•   WANTED, with the public firmly behind the move; and
•   WORKABLE, as experience elsewhere shows it is generally self enforcing and can have a positive
    impact on business.

A focused and single-minded approach to communications over the coming months is key in achieving
everyone’s ultimate objective of protecting millions from the dangers of second-hand smoke. It will
also see hundreds of thousands of people being helped to give up smoking.
                                                                                                              3


CAMPAIGN OVERVIEW

OBJECTIVES

The primary objective for the Smokefree England campaign is clear: to secure maximum and
sustainable compliance with the legislation from 1 July 2007.

In order to achieve this, we need to ensure comprehensive awareness of the legislation and
implementation date, as well as understanding amongst target groups of how it affects them, and
what they need to do.

Effective implementation will also have a positive effect on cessation rates.

AUDIENCES

The primary audience for communication around the legislation is the 3.7 million businesses in
England that will need to take action to be compliant. The campaign also targets other key
organisations including student unions, trade unions, local authorities, health bodies and ethnic
minorities. In addition, it will also reach the 49 million members of the public set to benefit from the
introduction of the legislation.

In particular, the campaign will focus on those audiences that face greater than normal barriers to
change and need time to prepare. These include:

•   Leisure and hospitality industry - Some businesses will be considering changing their business
    strategies and possibly their target clientele, for example through improved catering, family
    friendly environments etc. They may also be considering making planning applications for
    smoking shelters. These include independently owned ‘wet’ pubs, cafes, bingo halls, hookah or
    ‘sheesha’ bars.

•   Businesses with high proportions of smoking employees or customers - These include the
    construction and manufacturing sectors.

•   Businesses where going smokefree is likely to be complicated - These include those with multi-
    sites and those with company vehicles.

•   Businesses that display low levels of awareness - This will be tracked in ongoing research.

It is worth remembering, however, that at the start of the campaign 70 per cent of businesses said
that they currently comply with the new legislation. In fact, all still need to take action – even if it is
just putting up legally required signage.

MESSAGES

On all levels, be it national, regional or local, the core messaging centres on the health benefits of the
change. All work should focus on the three drivers of the smokefree legislation being needed, wanted,
and workable. These messages will remain consistent throughout the campaign.
                                                                                                         4


Initially the focus will be on exploring why legislation is needed and wanted, although the focus will
increasingly shift towards calls to action, with more emphasis on information about enforcement and
compliance in the later stages (see Timeline and message map.)

It is important to avoid misinformation about the legislation. The legislation was passed to protect
the public and employees from the harmful effects of second-hand smoke. It is vital that it is not
confused as a vehicle to make smokers quit. There are also still widespread misconceptions that a
number of places are exempt (e.g. private clubs, licensed premises that do not serve food).

CAMPAIGN ELEMENTS

There is a range of national activity planned to access all audiences by a number of means, to ensure
full awareness and maximum compliance on 1 July 2007. Businesses need to hear messages about the
legislation more than once and from different sources to ensure they take on board all the
information. The campaign has been designed to offer businesses many opportunities to engage.

The main elements are outlined below.

STAKEHOLDER ENGAGEMENT

Stakeholder engagement and partnership working is central to the campaign. On a national level,
close working with a large number of stakeholders is taking place, to maximise their communications
channels to their member and other organisations. The diagram below illustrates the national
stakeholder engagement strategy.

Stakeholder engagement will also be very important at a local level, by building networks to help
dissemination of resources and information. For more information on this activity, see the following
sections on communicating with business and with the leisure and hospitality industry.
                                                                                                          5


MEDIA RELATIONS

Media relations activity will focus on the health benefits of the legislation and the experience of
smokefree businesses in England and elsewhere.

In addition to announcements such as the detail of the final guidance, a number of initiatives are
planned to maximise awareness of the date of implementation and explain detail of the regulations.

Local and regional media coverage will be important in engaging businesses. Further information and
ideas are included in the media relations section of the pack.

DIRECT MAIL

Direct mail will be used to get detailed information directly to businesses. All resources used in direct
mail will be available for download from the website and also for order from the website and helpline,
0800 169 169 7.

All registered employing businesses will receive the guidance through direct mail. 700,000
businesses who have been identified as having higher numbers of smoking customers or staff and/or
lower levels of awareness of the legislation received an additional pre-mailer in January. This is also
available for download or ordering.

WEBSITE AND INFORMATION LINE

www.smokefreeengland.co.uk has been designed to be the information hub housing all information
and resources relating to the legislation.

All communications activity will encourage people to visit the website. It already includes an array of
background information, case studies, and a function to enable people to sign-up to receive regular
campaign and legislation updates. This will be added to over time, to allow visitors to order further
marketing materials, guidance, campaign information and signage.

The smokefree information line, 0800 169 169 7, will also allow businesses to register for guidance
and other resources such as signage, and can answer basic questions relating to the legislation.

ADVERTISING

Press and TV advertising will be taking place in 2007 in the run up to implementation. Further details
on this programme will be made available in due course.

COLLATERAL

An array of leaflets, posters, guidance booklets, email newsletters, presentations and other materials,
including a Smokefree England DVD, will be available for all campaigners over the coming months. For
more information, see the Resources section at the end of the pack.
                                                                                                                                                                            6


          TIMELINE AND MESSAGE MAP

               Dec              Jan                          Feb                       March             April      May     June       July       Aug          Sept         Oct




                                      DATE
                                AN NO UN CE ME NT                        AN NO UN CE ME NT                                                                     PO ST -
                                                                         OF RE GU L AT IO NS                     ‘100 DAYS T O GO ’
                                                                                                                                                         IM PLE ME N TATI ON
                              CAM PAI G N L AU NC H                       AN D GUI D AN CE




                       •   Smokefree is coming on 1 July       •   Action needed by all businesses   •   Time for action                      •   Health benefits
ME SS AGES                 2007                                •   NEEDED                            •   Risks of non-compliance              •   Business benefits
                       •   NEEDED – health benefits            •   WANTED                            •   NEEDED                               •   Support for legislation
                       •   WANTED – public enthusiasm          •   WOR KABLE                         •   WANTED                               •   Action against non-compliance
                       •   WOR KABLE – can be good for         •   Support available for staff and   •   WOR KABLE                            •   Support available for staff and
                           business                                customers who want to quit*       •   Support available for staff and          customers who want to quit*
                       •   Support available for staff and                                               customers who want to quit*
                           customers who want to quit*


                       •   Media launch                        •   Stakeholder conference            •   Advertising                          •   Media activity at 3 month and 1
AC TI VI T Y           •   Website goes live                   •   Smokefree England presence at     •   Smokefree England presence at            year milestones
                       •   Direct mail to businesses               regional events                       regional events                      •   Support for enforcement activities
                       •   Journalist and stakeholder          •   Direct mail to businesses         •   Journalist and stakeholder           •   Ongoing cessation work
                           meetings/conversations              •   Journalist and stakeholder            meetings
                                                                   meetings


          *Although it is important to ensure the legislation is not confused with a cessation campaign it businesses are aware that support exists for
       *Although it is important to ensure the legislation is not confused with a cessation campaign, it is important thatis important that businesses are aware
          that support exists want to stop smoking, as this will support stop smoking as this will support compliance.
       staff and customers who for staff and customers who want to compliance.
                                                                                                       7


REGIONAL AND LOCAL DELIVERY

Effective and creative delivery at the regional and local level will be critical to the successful
implementation of smokefree legislation.

Regional Tobacco Policy Managers will be coordinating the awareness raising activities within their
region as well as disseminating information and resources for the campaign. Smokefree Alliances will
play an important part in ensuring information and resources are delivered at a local level.

If in doubt about any aspect of the Smokefree England campaign or local delivery, your first port of
call should be the website, www.smokefreeengland.co.uk, or your local RTPM. You can also contact
the central campaign office with queries or information requests. Details are included in the
Resources section of the pack.

STRUCTURE AND ORGANISATION

Experience has shown that successful campaigning is much easier if the following elements are in
place:

1. COORDINATION
Coordination of your local network is essential. In your area it may be appropriate to make one person
responsible for the coordination of meetings and to act as a central point for coordination of activity.

2. CREATING A TEAM
Strong membership from both local health bodies and local authorities is crucial, as well as close
coordination with other relevant partners such as local environmental health officers, local NHS Stop
Smoking Service leads, interested local business organisations etc.

3. GOOD RELATIONS
Whilst several RTPMs co-ordinate a regional task force, advisory panel or strategy group comprising
local stakeholders, you may well wish to replicate this at a sub-regional or local level between now and
1 July.

We would suggest you put together a local implementation group which could include:
• Local authority:
       Communications
       Environmental health
• PCT:
       Comms leads
       Local NHS Stop Smoking Services
• Local business alliances, e.g. Chambers of Commerce
• Local Trade Union representatives
• Voluntary sector organisations

Other organisations you may wish to work closely with at the regional or local level include:
• Planning department
• Trading standards
• Licensing department
• RDPH and DsPHs
• SHA tobacco control and/or comms leads
• Health Commission
                                                                                                       8


•   ASH
•   Government Office
•   CIEH and/or Environmental Health Officers
•   Regional offices of the British Hospitality Association (BHA) and the British Institute of
    Innkeeping (BII)
•   Association of Local Councils
•   Regional Assembly
•   Regional Development Agency
•   Confederation of British Industry (CBI)
•   Federation of Small Businesses (FSB)
•   Academic experts

See the Working with business and Working with the leisure and hospitality industry sections for more
advice on these areas.

MEDIA RELATIONS RESPONSIBILITIES

It is important that you achieve clarity about who will take responsibility locally for doing the media
relations, as it is important that local media know who to turn to and that you keep up a steady flow of
information, case studies etc. See the Working with the media section for more advice.

MEETINGS, CONFERENCES AND EVENTS

As the campaign gets going, it is likely that RTPMs and others will receive a lot of requests to speak at
events. The national team will be making available standard presentations on the legislation, the
regulations and the requirements for businesses and public places. In addition you may wish to
identify a range of appropriate local speakers to talk about how the legislation may affect particular
sectors and what they may wish to do about this. Examples might be people who can speak
knowledgeably to the pub trade about possible strategies for coping with smokefree legislation, local
environmental health or planning officers etc.
                                                                                                       9


WORKING WITH BUSINESS

OVERVIEW

All businesses will need to take action in order to be compliant with smokefree legislation on
implementation day. Communication with businesses must therefore be as clear as possible and
centred around:

•   Action that needs to be taken to be compliant, by closing smoking rooms, preventing smoking
    inside and putting up signage
•   Legal penalties for non-compliance
•   Sources of further information and support, including the Smokefree England website,
    information line and NHS Stop Smoking Services

Some businesses in England have gone or are planning to go smokefree early. While this is a positive
step and should not be discouraged, our primary aim must be compliance on implementation day. For
some businesses it will simply not be feasible to go smokefree early and they should not feel they are
being put under unnecessary pressure.

KEY STAKEHOLDERS

Many RTPMs and Smokefree Alliances already have good links with local businesses and business
organisations such as local Chambers of Commerce, Business Link and other business bodies.

Below is a list of key business organisations that should be contacted about the implementation of
the smokefree legislation, to discuss working together and getting relevant information out to their
members.

•   Chambers of Commerce
•   Trade Unions
•   Federation of Small Businesses (FSB)
•   Confederation of British Industry (CBI)
•   Regional Development Agencies
•   Trading Standards
•   Local business alliances
•   Local public transport providers
•   Local care home providers
•   Local Mental Health Trusts

ACTIVITY

Below is an outline of a number of initiatives already taking place across England, that can be
replicated in every area.

•   Meeting with representatives of the above groups to take them through the campaign and what is
    required of businesses;
•   Utilising their networks/ databases to get information directly to business;
•   Making the most of existing contacts and networks that can be accessed by individual alliance
    members;
                                                                                                           10


•   Setting up an implementation task force including some or all of the above organisations, as a way
    to share information, track progress and problem solve on an ongoing basis;
•   In conjunction with local Chamber of Commerce, setting up a forum such as a breakfast briefing to
    engage directly with local businesses, particularly those most at risk of non-compliance;
•   Disseminating national materials through existing networks controlled by local business alliances;
    and
•   Ensuring the above groups and their members are aware of the information available through the
    www.smokefreeengland.co.uk website and information line.

This activity is being supported by the national stakeholder relations work with employers
associations, Trade Unions and small business groups, as well as a national media relations campaign
and direct mail to businesses.

Regional and local media relations will also play a vital role in reaching local businesses. More detail
on this is included in the media relations section of the pack.
                                                                                                      11


WORKING WITH THE LEISURE AND HOSPITALITY INDUSTRY

OVERVIEW

Businesses in the leisure and hospitality sector, such as pubs, restaurants, cafes and bingo halls, might
be particularly affected by smokefree legislation. Communication to these businesses must therefore
be clearly focused on:

•   Clarifying of the regulations and action that needs to be taken to be compliant
•   Clarifying definitions of enclosed and partially enclosed spaces
•   The employer’s/owner’s liability and legal penalties for non-compliance
•   Sources of further guidance, information and support
•   Evidence of the positive impact on businesses in the sector from Scotland and Ireland, using
    information available on the website

Going Smokefree early is likely to be impractical for the majority of leisure and hospitality
businesses, and ‘go early’ messages in communications to them should be avoided.

ACTIVITY

A number of regional seminars/conferences have already been organised by hospitality bodies, which
have been specifically targeted at those who work within the industry such as hoteliers, publicans and
landlord and we expect many more to be arranged before 1 July 2007. Topics covered have included
planning and licensing requirements, legal implications and alternative options for food and
entertainment.

Such events are continuing to be supported by the national stakeholder relations work with employers
associations, trade unions and small business groups.

In addition, it is always useful to identify and make contact with a number of stakeholder bodies who
represent leisure and hospitality interests in local areas such as:

•   Regional groupings of the various national trade bodies such as BHA or BII
•   Chambers of Commerce
•   Local breweries
•   Rotary clubs or associations
•   Local publican/landlord groups

These groups may have regular meetings and are likely to have communication channels where
messaging could be tailored towards a more local audience. Other ideas on how to target and identify
businesses are contained in the Working with Business section of this pack.

Some of the most important groups of people to work with are the licensing, environmental health and
trading standards departments in your local authority. Environmental health officers will be the
formal enforcement officers for smokefree legislation, and may well already be developing a local
‘risk register’. Remember their colleagues in licensing and trading standards also have regular contact
with local hospitality outlets, particularly the licensed trade and anywhere that serves food for
consumption on the premises.
                                                                                                     12


As mentioned earlier, although pubs are an obvious target for this campaign, one should not ignore
other establishments that are likely to find implementing the legislation a challenge (or, indeed, who
may not know about it!) So we would recommend doing a risk analysis within your local area:

    •   What are the particularly challenging types of establishment?
    •   Do you, for example, have a lot of independent cafes that currently allow smoking? Rural pubs
        with no kitchens? Ethnic minority hookah / sheesha / hubbly-bubbly cafes?
    •   What plans do local authority colleagues in environmental health, trading standards and
        licensing have to contact these people? Do they have lists already? Can you help support
        their statutory work with awareness raising activities? Could you organise joint visits?

You could also consider making contact with any local pub groups that may have a particularly strong
presence within your area. Looking at the South West for instance, there are a number of small
breweries that have a strong presence in Devon and Cornwall. You could work with these groups, or
individual pubs, and local Stop Smoking Services to set up ‘quitting classes’ for members of the public
in their local pub, for example.
                                                                                                       13


WORKING WITH THE MEDIA

OVERVIEW

The media has a strong influence on public opinion and can be a good way to reach a wide range of
audiences that cannot otherwise be reached through direct communication. For Smokefree England,
the media is a key channel through which to reach businesses - small businesses in particular - that
may not be reached through other activity such as direct mail.

Regional media is particularly important in helping us access the business audience. Regional evening
newspapers have the biggest readership of all media among small business people - 68% read a local
paper; 30% read a regional daily. This group is also more likely to listen to the radio than most British
adults, which makes regional and local radio a good way to get to hard to reach businesses.

MEDIA RESPONSIBILITIES

The Smokefree England campaign team is developing a set of materials with consistent messaging
(see below for media materials), and a series of proactive media platforms designed to communicate
the information that businesses need in order to prepare for the legislation, to national, regional and
local media. The Smokefree England campaign team, working with Department of Health press office,
will handle national media relations (including trade media), whilst RTPMs and alliances are
responsible for regional and local media relations activity.

TARGET MEDIA AND JOURNALISTS

The single most important audience for the Smokefree England campaign is business (and in
particular the leisure and hospitality industry) to ensure they understand how the legislation affects
them and what action they need to take before implementation. This end audience needs to be
considered when targeting media.

Many RTPMs and alliances may have existing relationships with health correspondents on regional
and local titles, however in order to reach businesses the following should also be contacted with
relevant media materials, case studies, spokespeople and stories:

•   Business correspondents on regional press
•   Business correspondents on local press (or news and features editors if there is no business
    reporter)
•   Regional business publications (e.g. relevant versions of Business 550, Business Insider)
•   Regional versions of stakeholder publications (e.g. relevant British Chamber of Commerce
    publication)
•   Planning desks of local TV and radio stations (both BBC and independent), who will farm the story
    out to the relevant reporter
                                                                                                      14


GENERATING MEDIA INTEREST

CALENDAR HOOKS

Relevant calendar hooks and dates provide a good opportunity to give the media a reason to cover
smokefree legislation. Think about regional and local events or anniversaries which could provide a
hook for the media to talk about Smokefree England and creative ways this could be done, e.g. through
providing an appropriate photo opportunity, spokesperson or case study.

Calendar hooks to be aware of include:

•   14 March 2007: No Smoking Day
    Another opportunity to link with any regional or local activity being undertaken by local NHS Stop
    Smoking Services
•   March 2007: Anniversaries of smokefree Scotland and Ireland
    Opportunity to revisit these experiences and communicate success stories
•   23 March 2007: 100 day countdown
    Opportunity to provide an update on levels of compliance/awareness and remind businesses of
    key actions to be undertaken in final stages (e.g. consult workforce, put up signs, etc.)
•   31 May 2007: World No Tobacco Day
    An opportunity to raise awareness of the legislation and key issues, as well as lesser known
    issues such as the health risks of hookah pipes
•   24 June 2007 : 1 week before
    Final reminder about timings, enforcement, fines etc.
•   October 2007 : Three months on
    An opportunity to showcase best practice and use a range of local case studies from the leisure
    industry, businesses and workplaces, as well as workers (such as bar staff) and other individuals
    affected by the legislation, to encourage regional and local media to cover the uptake of the
    legislation

CASE STUDIES

Case studies are a valuable tool for communicating the messages behind why going smokefree is good
for health and can work for business. The media often ask for real-life examples to bring their stories
to life, and local media will require local case studies. Create a bank of case studies in your region or
local area who can either provide a brief synopsis of their story, quotes for media use and/or be
available for media interviews and any filming opportunities for broadcast media. A list of suggested
types of business case study is below, but lateral thinking about the kinds of venues and organisations
in the local area which would be of media interest is worthwhile:

•   Pubs (particularly those that do not serve food or are 'landlocked') – any which have already gone
    smokefree or are making plans for going smokefree
•   Restaurants, cafes, hotels which have already gone smokefree or are making plans to do so
•   Working men's clubs and private members clubs
•   Betting shops
•   Businesses run by ethnic minorities
•   Businesses with a particularly high number of smokers
•   Businesses with a large fleet of company vehicles
•   Businesses in manufacturing or building (which might have low levels of awareness of the
    legislation)
                                                                                                    15


In addition, any case studies of individuals who have suffered from the effects of second-hand smoke
or who are currently unable to go to pubs and bars because they are affected by second-hand smoke
(e.g. an asthma sufferer), will also be valuable.

CAMPAIGN SUPPORTERS

Local third-party spokespeople who are willing to provide supportive quotes about
smokefree legislation and the campaign are valuable assets for a media relations programme. Create
a bank of contact details and quotes from supporters which you can provide to journalists at short
notice and who will be willing to undertake media interviews. These could include:

•   Pub, restaurant, café owners who support the legislation and may already have gone smokefree
•   Local business owners who support the legislation
•   Chief Environmental Health Officers
•   Business leaders (e.g. Chamber of Commerce)
•   Respiratory Consultants and academics that can comment on the health effects of second-hand
    smoke
•   Local 'celebrities' - e.g. comedians or bands on the pub circuit who have been adversely affected
    by second-hand smoke
•   Local health groups (CRUK, Asthma UK, Roy Castle etc.)

PROACTIVE MEDIA PLATFORMS

The Smokefree England campaign team will be developing proactive ‘platform’ stories in the run-up to
the 1 July implementation date, to maintain media interest and communicate messages appropriate to
each phase of the campaign (see Timeline and message map). For example:

•   Early 2007 story will focus on raising general awareness of the legislation and date of
    implementation amongst businesses
•   Early March story will focus on ‘normalising’ the concept of smokefree amongst the general public,
    using the run-up to No Smoking Day as a hook
•   June story will focus on the messages of compliance in the run-up to 1 July

Press releases and materials for these proactive platform stories will be provided to regional comms
leads and RTPMs for sell-in to regional and local media. We will give as much prior notice as possible
of these stories in order for RTPMs and alliances to plan and gather supportive materials for regional
execution, for example:

•   Develop bank of relevant local spokespeople with pre-approved quotes for media use, as outlined
    above
•   Develop bank of relevant local case studies, as outlined above
•   Source relevant locations for a photo-opportunity with local press
•   Conduct any vox-pops locally for use with local TV and radio opportunities
                                                                                                      16




USING MEDIA MATERIALS

FACTSHEETS AND PRESS RELEASES

The following factsheets can be sent to media directly and can be downloaded from the media centre
section of the website, www.smokefreeengland.co.uk/media:

•   NEEDED: information, facts and figures on the health risks of secondhand smoke
•   WANTED: support for the smokefree legislation amongst employers and the public
•   WORKABLE: outlines evidence from elsewhere of how smokefree legislation has affected
    business
•   DRAFT REGULATIONS: provides an overview of the main regulations as they currently stand
•   REGULATIONS UPDATE: as at December 2006

National press releases can also be found here. We will alert you as and when further materials are
added to the media pack.

FAQs

In addition, when talking to journalists, the Frequently Asked Questions section of the
website will provide you with answers to questions journalists may ask:
www.smokefreeengland.co.uk/faq.

AND FINALLY…

There are a whole host of ways to engage with the media. Here are a few questions to ask yourself
when thinking about how to maximise coverage:

•   What is the news value of the story?
•   Are there interesting and relevant case studies to support it?
•   Could it be used as a regular column in local press or slot on a local radio programme?
•   Do you have appropriate spokespeople (which could be yourself)
•   Can you contribute towards or create a feature?
•   Have you considered letters to the editor?
•   Have you listed your activities and events in local media?

And if media relations is relatively new to you, here are some tips for dealing with the media:

•   Prepare before speaking with a journalist – be clear on who you want to speak to and what you
    want to achieve from your call
•   Make sure you have some key points you want to make/ messages you want to convey – three or
    four will do
•   Offer photography, as pictures can often say a lot more than words – either your own or, if
    journalists are attending an event, invite them to take their own
•   Keep your responses simple
•   There is no such thing as ‘off the record’. Only say what you are prepared to read in print
•   Expect journalists to speak with a range of people as well as you, to get a broad perspective
•   Don’t expect to be able to review copy before it is printed
•   If you see an article that is factually inaccurate, do go back to the journalist with the correct
    information
                                                                                         17


REPORTING
• Please track for local coverage and feed into the Smokefree England team by emailing
   campaign@smokefreeengland.co.uk
                                                                                                             18


SUMMARY CHECKLIST

You may find the following checklist helpful, although clearly these steps will vary depending on local
circumstances.

GETTING ORGANISED

•   Have you created an appropriate campaign team or implementation group?
•   Do you have involvement from the following: environmental health officers, local NHS Stop
    Smoking Service leads, PCT and/or council comms people, interested local business
    organisations, voluntary sector organisations, local Trade Union reps?
•   Have you allocated responsibilities (e.g team coordinator, media relations, contact with different
    types of stakeholders)

•   Do you have meetings planned?
•   Who would be appropriate for you to work with locally?:
        Planning department                                 Regional offices of the British Hospitality
        Trading standards                                   Association (BHA) and the British Institute of
        Licensing department                                Innkeeping (BII)
        RDPH and DsPHs                                      Association of Local Councils
        SHA tobacco control and/or comms leads              Regional Assembly
        Health Commission                                   Regional Development Agency
        ASH                                                 Confederation of British Industry (CBI)
        Government Office                                   Federation of Small Businesses (FSB)
        CIEH and/or Environmental Health Officers           Academic experts



•   Have you considered a local or regional implementation taskforce?


THE CAMPAIGN

•   Have you developed your local priorities for the campaign?

•   Do you know what else is happening locally that is relevant to the campaign?
•   Have you developed a rough time-plan for activity between now and 1 July?


MEDIA RELATIONS

•   Do you know appropriate local case studies (e.g businesses, pubs, cafes that have gone
    Smokefree)? Do you have agreed information about them that you can disseminate? Are they
    happy to speak to the media?

•   Do you know who else would publicly support the campaign locally, e.g. business leaders, pub
    landlords who are looking forward to going smokefree, local celebrities, local health experts? Do
    you have quotes already agreed by them?
•   Do you know which journalists you should target (e.g. health and business correspondents)? Do
    you know who has already covered Smokefree issues?
•   Have you made contact with appropriate local journalists to offer case studies? Do they know
    who it is they should contact?
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STAKEHOLDER RELATIONS
•   Have you organised meetings with representatives of the local business and hospitality groups to
    take them through the campaign and what is required of businesses, and to find out what joint
    work you can do with them?
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RESOURCES

CAMPAIGN UPDATES

Updates on the campaign will be provided as supplements to the campaign pack on a regular basis
over the coming months. These will include: information on new materials available; national media
platforms and ideas on how to replicate them regionally and locally; details of upcoming events; and
all other relevant information and materials for campaigners in the run up to and beyond 1 July.

These updates will largely be in electronic format, and will also be available to campaigners through
www.smokefreeengland.co.uk/campaignpartners, a dedicated page where you will be able to access
all information and resources for use in regional and local activity.

CAMPAIGN COLLATERAL

A number of different materials are being produced centrally for use during the campaign. These will
be distributed directly or made available to order, as an aid to local and regional communications
activity.

•   Posters: Smokefree posters are available and can be ordered through the website or information
    line.

•   Interim guidance: An interim guidance leaflet is available for order from the website or
    information line. This has also been sent out as a direct mailing to 700,000 businesses in England
    (see Campaign Overview for further details.)

•   Full guidance: Once the final regulations are available, the full guidance will be sent out to all
    businesses in the UK. It will also be available for download from the website and on order through
    the information line.

•   Exhibition stands: Pop-up stands will be available from mid-January for use at regional
    stakeholder events. One stand will be provided to each RTPM and a small number will also be
    available centrally. These can be loaned out for events as needed. Due to the limited numbers,
    please give as much advance notice as possible.

•   DVD: A Smokefree England DVD will be available for use at regional and local events from early
    February 2007. The DVD has been designed as a short (7-10 minute) introduction to the
    legislation and will contain case studies of a range of smokefree businesses in England, Scotland
    and Ireland.

•   Pens, T-shirts, balloons: These and other items that can be used at regional and local events will
    be available in the New Year. Further detail on timing and ordering of this collateral will be
    provided when available.
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CONTACT DETAILS

The www.smokefreeengland.co.uk website will be the primary source of information on the
legislation, along with the Smokefree England information line - 0800 169 1697.

For any queries or information directly relating to campaign activity, you can also email
campaign@smokefreeengland.co.uk or call the campaign line - 020 7492 0980.

				
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